Вы находитесь на странице: 1из 33

Customer Services

and
Retail Selling

Learning Objectives
Understand why customer service is so important
in retailing.
know the various customer services that a retailer
can offer.
Know how a retailer should determine which
services to offer.

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Learning Objectives
Understand the various management problems
involved in retail selling, salesperson selection,
and training and evaluation.
Know the retail selling process.
Understand the importance of a customer service
audit.

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Customer Service
High-quality service - A service that meets or
exceeds customers expectations.
A way in which retailers provide the high-quality
service expected and reduce customer defections
is through relationship retailing programs.
Relationship retailing programs - The activities
designed to attract, retain, and enhance long-term
relationships with customers.
2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 1

Customer Service
Retailers can develop long-term relationships with
their customers by offering:
financial benefits
social benefits

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 1

Exhibit 12.3 - Three Basic Tasks of Retailing

FAISHON
HOUSE

FAISHON
HOUSE

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 1

Customer Service
It consists of all those activities performed by the
retailer that influence:
the ease with which a potential customer can shop or
learn about the stores offering.
the ease with which a transaction can be completed
once the customer attempts to make a purchase.
the customers satisfaction with the transaction.

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 1

Customer Service
Transient customer - An individual who is
dissatisfied with the level of customer service
offered at a store or stores and is seeking an
alternative store with the level of customer service
that he or she thinks is appropriate.

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 1

Customer Service
It must be integrated into all the following aspects
of retailing:
Merchandise management
Building and fixture management
Promotion management
Price management
Credit management

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 1

Common Customer Services


Pretransaction services - Provided to the
customer prior to entering the store.
Convenient hours
Information aids

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 2

Common Customer Services


Transaction services - Provided to customers
when they are in the store shopping and
transacting business.
Credit
Layaway
Gift wrapping and
packaging
Check cashing
Gift cards

Personal shopping
Merchandise availability
Personal selling
Sales transaction

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 2

Common Customer Services


Personal shopping - An individual who is a
professional shopper performs the shopping role
for another; very upscale department and
specialty stores offer personal shoppers to their
clients.
Dwell time - The amount of time a consumer
must spend waiting to complete a purchase.

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 2

Common Customer Services


Posttransaction services - Provided to customers
after they have purchased merchandise or
services.
Complaint handling
Merchandise returns
Renting, not buying
Fraudulent employee
actions
Shoplift returns
Price switching

Servicing, repair, and


warranties
Delivery
Postsale follow-up

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 2

Exhibit 12.4 - Six Rules to Follow When Handling a


Customers Complaint

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 2

Exhibit 12.5 - Factors to Consider When


Determining Customer Services to Offer

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 3

Exhibit 12.6 How the Retailers Sales Force Meets


the Expectations of Both Vendors and Customers

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 3

Retail Sales Management


Types of retail selling
Salesperson selection
Salesperson training
Evaluation of salespeople

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 4

Retail Sales Management


Types of retail selling
Retailers that concentrate on the sale of shopping
goods want their salespeople to both get and take
orders.
In lines of retail trade where predominantly
convenience goods are sold, the role of the salesperson
is that of an order taker.
It is generally true that retailers with high margins and
high levels of customer service place more emphasis
on order getting; those with low margins and a low
customer service policy tend to emphasize order
taking.
2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 4

Retail Sales Management


Salesperson selection
Hiring criteria
Predictors
Demographics
Personality
Knowledge and intelligence
Experience

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 4

Retail Sales Management


Salesperson training
Retailers policies
Merchandise
Customer types
Customer choice criteria
No active product choice criteria
Inadequate or vague choice criteria
Choice criteria in conflict
Explicit choice criteria
2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 4

Exhibit 12.7 - Various Customer Types

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 4

Exhibit 12.7 - Various Customer Types

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 4

Retail Sales Management


Evaluation of salespeople
Performance standards
Conversion rate
Sales per hour
Use of time
Selling time
Nonselling time
Idle time
Absent time

Data requirements
2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 4

Retail Sales Management


Conversion rate - Percentage of shoppers that
enter the store that are converted into purchasers.
Sales per hour is computed by dividing total
Rupee sales over a particular time frame by total
salesperson or sales-force hours.

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 4

Exhibit 12.8 - Selling Process in the Retail


Environment

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 5

Exhibit 12.8 - Selling Process in the Retail


Environment

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 5

Exhibit 12.8 - Selling Process in the Retail


Environment

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 5

Exhibit 12.9 - Some Closing Signals the


Salespeople Should Watch For

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 5

The Retail Sales Process


Prospecting - Locating or identifying potential
customers who have the ability and willingness to
purchase your product.
Closing the sale - Action the salesperson takes to
bring a potential sale to its natural conclusion.

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 5

The Customer-Service and SalesEnhancement Audit


The objectives of the audit
Identify the service, salesmanship, and salesenhancement methods that will produce more sales
from the existing shopping traffic.
Target the methods by store and selling area that will
produce the most significant improvements.
Determine the added sales that can be generated by
improving the accepted service level, salesmanship,
and sales-enhancement programs.
2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 6

The Customer-Service and SalesEnhancement Audit


Advantages of the audit:
Provides management with a detailed analysis of
current sales activity by location and by selling area.
Identifies how and where additional sales volume is
available.
Measures, analyzes, and reports on the specific factors.

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 6

The Customer-Service and SalesEnhancement Audit


Basic service
Customer contact
Salesperson-initiated contact
Customer acknowledgment

Salesmanship
Merchandise knowledge
Needs clarification
Active selling
Suggestion selling
2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 6

The Customer-Service and SalesEnhancement Audit


Sales enhancement
Impulse purchasing
Walkouts

2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

LO 6